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Social medias and legal issues

My last post stated that social medias not only give benefits but they come with risk as well. Today we will explore more about the legal risk that could happen to the organization that participate in the social medias. YouTube, Facebook, and Twitter are popular social medias that used by many organization and they work great to connect with the organization audiences. However, these social medias are uncontrollable and users will be able to express their thought in which could be negative that will destroy the organization reputation.

True Online is an internet provider which is a part of True Corp in Thailand. True Online has been using Facebook(The page will be written in Thai) and Twitter regularly and they always have negative comments and complaints. This alone is very bad for their brand since everyone who get to their Facebook will see. They also doesn’t have Social media policy which will have risks of their own employee to join the users and post negative feedbacks or leak information to the customers. This will cause legal issus between their employee and the organization and the users who are unsatisfied with the service will be able to sue them too. They know that many people don’t enjoy the services through the Facebook of the organization itself too. With many people together they have more chance to sue.

It might not be clear for everyone to see the downside of using Facebook, Twitter, and YouTube. They are very open social medias so it is hard to control them as users have freedom to post their thought on these medias. Also negative feedbacks will be the start of big issue if you get them a lot and doesn’t do anything about them. According to Dandas Lawyers, True Online need to have social media policy to give their employee ideas of what they should do and what they must not do. This will also help them to manage all the negative comments. They can also choose to build their own social media which is more controllable.

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20 comments on “Social medias and legal issues

  1. Jonathan Bird
    August 26, 2012

    Great post!! You should include some examples of legal things that’ve happened. I’m publishing my post on Wednesday (you should subscribe via email or rss to get the update) about legal risks in social media.

    • PrapatW
      August 27, 2012

      Hi Jonathan, there is nothing happen yet but the True Online have a great risk in legal issues. It’ll be interesting to see what they will come up and change the way they do things.

      • Amanda Belton
        August 28, 2012

        It sounds like the risk of reputational damage has already been realised and is a very current issue for True Online. It sounds like a ggod social media policy would have provided guidance to employees on how to handle negative comments, and if this was combined with monitoring to alert them they would be addressing this issue.

      • PrapatW
        August 29, 2012

        I think the concept of Enterprise 2.0 is still new in Thailand and many organizations just follow the trend to take a part of social medias without realizing the good practices for social medias uses. I agreed with you Amanda that they need some kind of policy to handle the situation.

        Cheers,

        Prapat W.

  2. charlestontelles
    August 28, 2012

    Hi Prapat.
    I can imagined the chaotic amount of negative feedback that Thai internet provider has been receiving. But there is no choice, when you put your face in the web2.0 environment the true about your brand will be evidenced.
    Cheers,
    Charles (http://charlestontelles.wordpress.com)

    • PrapatW
      August 29, 2012

      The reason that I’ve used True Online is to point out that the organization lack social media policy so they don’t know how to deal with all the negative comments. True Online is still one of the top three internet service provider in Thailand. I hope that the can find a good way to resolve their problem.

      Cheers,

      Prapat W.

  3. osarfo
    August 29, 2012

    Great post. before reading this i knew little about true online. very interesting read on how they are getting negative feedback from using facebook and twitter

    • PrapatW
      August 29, 2012

      It is more interesting to see what they can do with all these negative comments. Facebook and Twitter are tools that can easily get negative comments on .However, these negative comments are also our valuable source that gives information about our products/service flaws. We can use these information to improve our products/services.

      Cheers,

      Prapat W.

  4. sukhshans
    August 29, 2012

    Without social media policy, it seems like True Online social media status is very chaotic. If True Online is not able to control what is posted on the social media sites, it will surely give a bad impression on new customers and in long run a bad reputation. This could cause the brand to be severely damaged and hard to recover. I think True Online should instruct its employees on how to manage the use of social media and what is the acceptable uses before its too late. Do you think that having a good social media policy will help with the customer service or is it another area that True Online has to develop.

    • PrapatW
      August 30, 2012

      In my opinion, True Online need to form a social medias policy that is suitable for them. They need to consider about how to deal with many negative comments from their customers. The policy should guide their employee that manage their social medias of how to do with the situation like this. For example, the policy can guide their employee to reply to every comments, say sorry when they did something wrong and help their customers when they ask for help. This will show that they care for their customers. They also need to instruct their customers about the regulations of their social medias too. It is also a legal risk for their customer to post many inappropriate words. Perhaps you could give more opinion about the topic.

      Cheers,

      Prapat W.

      • sukhshans
        August 30, 2012

        I think its up to the customer service and the way they reply to different people. If they replied in a manner that promotes anger then the page will continue to be flooded with bad comments. The way I think True Online should go is by helping as much people as possible on their social media sites. This way they could also create a good reputation and good relationship with its customers.

        -Sukshan S

      • PrapatW
        August 30, 2012

        I agree with you Sukshan, they need to allocate some of their employees to help their customers. If they can manage to solve most of the problem for their customers they will surely gain lot of reputation and respect. It might take a long time but their reputation will be better after each problem they could solve for their customers. In the end, all the negative posts will be gone.

        Cheers,

        Prapat W.

  5. Caleb Reed
    August 29, 2012

    Evening Prapat,

    Ill second Amanda’s comment, companies require a solid social media policy, as this provides a solid foundation to advertise from. Knowing the limits and reach of each social media implementation would be absolutely essential in such a globalised marketplace.

    Thanks for the quality read yet again,
    Caleb

    • PrapatW
      August 30, 2012

      It seems that many company really need to study about Enterprise 2.0 concept more. Social media policy is a good start for them as they can help each other study about Enterprise 2.0 and construct regulation that suitable for their organizations.

      Cheers,

      Prapat W.

      • Caleb Reed
        August 30, 2012

        I agree completely Prapat thats a great point. SMP is essential to ensure a company wide understanding of their position on social media.
        Do you think companies developing an SMP would also open potential market areas of social media that the organisation unknowingly neglected previously?

        Thanks and have a good evening.
        Caleb

      • PrapatW
        August 30, 2012

        I think SMP will help the organization to be more alert about social medias. Depend on the policy, they might want their employee to contribute to social medias such as blogging. This will surely help the organization spread their brand further. It also slowly build your organization reputation.

        Cheers,

        Prapat W.

  6. Leo
    August 29, 2012

    Great post, I am surprise that they do not have a Social media policy still. You should have a look at this blog that our class mate wrote: http://sukshan.wordpress.com/2012/08/27/enterprise-2-0-social-media-legal-risks/
    He has an interesting case study about another Thai organisation which is using social media tools to announce updates to consumer, with no proper social media policy and control as well.

    • PrapatW
      August 30, 2012

      Hi Leo, I’ve already read Sukshan blog and I read his blog regularly. In his blog he referred to Kasikorn Bank Group which has slightly worse situation. Their don’t even own the Facebook page in the first place so it is hard for them to control their social medias even they have a social medias policy. They need to have that Facebook page first as their first step to deal with the situation.

      Cheers,

      Prapat W.

  7. origamijoe
    August 30, 2012

    You say True Online have set up social media only to be slammed by negative opinion and feedback the entire time. Do you believe they could embrace social media to change this opinion of them? I personally think that their presence there is entirely detrimental if it’s only use is as a venting place for dissatisfied consumers. What are your thoughts on this?

    ~origamiJoe

    • PrapatW
      September 1, 2012

      Actually, they get to solve some of their customer problem through Facebook and they get to advertise new services. It seems like most of their customers and future customers already know about their reputation through social medias since all the social medias sites from them has been like this for a long time. I think their reputation couldn’t get much worse so I think there are still benefits for them to actually continue to use social medias with all these negative comments. It will only get better from now on if they can change the attitude of their customers when posting on to their social medias sites. When people see no more negative comments and only positive ones they’ll know that there are changes within organization and their customers will believe in them.

      Cheers,

      Prapat W.

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This entry was posted on August 26, 2012 by in INB[N] 346 Enterprise 2.0.
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